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Genre Theory

Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. Round this point in time the 'Mass Media' was still relatively new( Propaganda, Radio, Films Etc.). The Hypodermic-Syringe theory suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data. Propaganda was recently introduced and was still a experiment for the governement to try and influence and sway the judgements of the mass audience and public.

The Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated. For example the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers.